HSBC Wealth Management
Role: Content Strategy Consultant
Background:
HSBC, a leading global financial services institution, aimed to educate existing and potential clients about its newly enhanced mobile capabilities, enabling users to manage their investments smartly and efficiently directly from their phones.
Objectives:
• Promote HSBC’s Mobile Investment Capabilities: Highlight the new features of the mobile app, including the ability to open wealth management plans, manage portfolios, invest in mutual funds, and purchase insurance plans, all on the go.
• Educate Clients on Smart Investment Decisions: Demonstrate how the app can aid in making informed, convenient, and smart investment decisions through user-friendly digital tools.
• Drive Digital Engagement and Adoption: Encourage clients to download and use the HSBC mobile app for their investment and wealth management needs.
Contributions and Execution:
• Conceptualization: Conceptualized the idea of the film to effectively communicate the benefits of HSBC's mobile wealth management services.
• Copywriting: Wrote thought-provoking copy for the film, ensuring the message was clear and impactful.
• Motion Graphics Production: Produced motion graphics for the film to enhance the visual appeal and clarity of the information presented.
• Strategy Development: Developed a content strategy that focused on showcasing the mobile app's comprehensive functionalities, emphasizing the ease of managing investments digitally.
• Asset Collection and Production: Managed the entire production process from scratch, collecting and producing all necessary digital assets to ensure a coherent and appealing presentation.
• Talent Scouting for Voiceover: Scouted and selected voice talent to deliver the campaign's message effectively, enhancing the overall impact and clarity of the communication.
• Cross-Platform Distribution: Ensured the content was optimized for distribution across various digital platforms, including social media, the HSBC website, and email newsletters, maximizing reach and engagement.
Results:
The campaign successfully introduced and highlighted the new digital functionalities of the HSBC mobile app, leading to increased app downloads and user engagement. Clients reported higher satisfaction levels with the mobile platform, appreciating the convenience and control over their investment decisions. The clear, informative content helped demystify complex investment processes, leading to greater digital adoption and client confidence in managing their wealth via the HSBC app.